As part the Senators' Official Fresh Food Grocer, Farm Boy will roll out a number of consumer promotions, starting with the opportunity for its shoppers to win a family skating excursion with the Ottawa Senators in January.

The retailer will additionally sponsor two Food Bank Nights, in November and March, during Ottawa Senators home games. Farm Boy will be featured on the new 200-level LED signage, the LED rinkboard, and the rotating board behind both teams' benches.

Farm Boy operates 10 stores in the greater Ottawa and Cornwall, Ont. regions. The grocer also produces its own line of value-priced private label products.